Creating successful Facebook ads in 2025 starts with using the correct ad sizes and specifications. Each ad placement and format on Facebook is carefully designed to enhance user experience while ensuring advertisers achieve their objectives. Adhering to these guidelines can prevent issues like cropped visuals or poor resolutions that may harm your ad’s performance.
Optimized ad formats are key to maximizing engagement and ROI. From single-image ads to video and carousel formats, using the right dimensions helps ensure your message is delivered clearly and effectively to your audience. This guide provides all the updated Facebook ad specs you need for each format and placement, including Feed, Stories, Messenger, Reels, and more.
Facebook Feed Ad Sizes
Facebook Feed ads are one of the most popular ad placements, appearing seamlessly within a user’s scrolling experience. These highly versatile ads support images, videos, carousels, and collections. Optimizing your feed ads for the right specs ensures that your visuals and messages appear sharp and impactful.
Image Ads
Image ads are a simple yet effective way to grab attention in the Facebook Feed. They rely on high-quality visuals to convey your message and drive engagement.
Specifications
Recommended resolution: At least 1080 x 1080 pixels for square images. For other aspect ratios, ensure a high resolution with no maximum limit.
Aspect ratio: Supported ratios range from 1.91:1 to 4:5, with 1:1 ideal for universal compatibility.
File type: JPG and PNG are supported.
File size: Maximum of 30 MB.
Text Limits
Primary text: Up to 125 characters for concise messaging.
Headline: 40 characters (longer text may be truncated).
Description: 30 characters (brief but impactful).
Video Ads
Video ads offer a compelling way to tell your brand’s story, showcase products in action, or highlight key features. When properly optimized, these ads can significantly boost engagement and drive conversions.
Specifications
Resolution: At least 1080 x 1080 pixels for square videos or 1080 x 1350 pixels for mobile-only 4:5 ads.
Aspect ratio: 1:1 for universal compatibility or 4:5 for mobile-first campaigns.
File type: MP4, MOV, and GIF are supported.
File size: Maximum of 4 GB.
Duration: 1 second to 241 minutes, though shorter videos (15–60 seconds) are recommended for better engagement.
Optional Features
Captions: Include captions for users who watch without sound.
Sound: Adding sound can make your video more engaging but should not be essential to understanding the message.
Carousel Ads
Carousel ads let you display multiple images or videos within a single ad, making them perfect for storytelling, showcasing product lines, or step-by-step tutorials.
Specifications
Image resolution: At least 1080 x 1080 pixels.
Video resolution: At least 1080 x 1080 pixels, using MP4, MOV, or GIF formats.
Aspect ratio: 1:1 for both images and videos.
Number of cards: 2–10 per ad.
File size limits:
Images: 30 MB.
Videos: 4 GB.
Text Limits
Primary text: 125 characters for each card.
Headline: 40 characters per card.
Description: 20 characters per card.
Collection Ads
Collection ads are a mobile-first format that combines stunning visuals with interactivity. They allow users to explore your products directly from their Facebook Feed.
Specifications
Cover image or video resolution: At least 1080 x 1080 pixels.
Aspect ratio: 1:1 for both images and videos.
Instant Experience: Required for displaying products in a visually immersive format.
Additional Details
File types: JPG and PNG for images; MP4, MOV, or GIF for videos.
File size limits:
Images: 30 MB.
Videos: 4 GB.
Collection ads are perfect for e-commerce brands looking to boost sales and create a seamless shopping experience. If you’re ready to explore more placements, let’s move on to Facebook Stories.
Next, we’ll explore the specifications and tips for creating engaging Facebook Stories and Messenger Stories ads.
Facebook Stories and Messenger Stories Ads
Facebook Stories and Messenger Stories ads are full-screen, immersive formats designed for vertical viewing. They appear between user-generated Stories, making them excellent opportunities to capture attention quickly.
Image Ads
Image ads in Stories are straightforward and visually impactful. Ensuring your visuals meet the recommended specifications will help your ad display seamlessly.
Specifications
Resolution: At least 1080 x 1920 pixels for full-screen clarity.
Aspect ratio: 9:16 (vertical format).
File size: Maximum of 30 MB.
File type: JPG or PNG.
Video Ads
Video ads in Stories are dynamic, engaging, and well-suited for driving higher user interaction. The vertical format allows your ad to take over the viewer’s screen, creating a more focused experience.
Specifications
Resolution: At least 1080 x 1920 pixels.
Aspect ratio: 9:16 for full-screen vertical videos.
File size: Maximum of 4 GB.
File type: MP4, MOV, or GIF.
Duration: Videos can be up to 2 minutes long, but keeping them under 15 seconds is ideal for maintaining viewer attention.
Next, we’ll review the specifications and tips for creating engaging Facebook Reels ads.
Facebook Reels Ad Specs
Facebook Reel ads are short, immersive, and mobile-first, designed to grab attention quickly in a strolling environment. This format is ideal for brands looking to showcase dynamic content and engage users with snackable videos.
Specifications
Resolution: At least 1080 x 1080 pixels. Use the highest resolution possible for clear visuals.
Aspect ratio: 9:16 for vertical videos. Ratios between 4:5 and 16:9 are supported but may need cropping to fit.
File size: Maximum of 4 GB.
File type: MP4 or MOV.
Duration: On Facebook, videos can be between 4 and 90 seconds, which is enough time to convey your key message while remaining concise.
Next, we’ll explore the specifications and tips for creating effective Facebook Right Column ads.
Right Column Ads
Facebook Right Column ads are desktop-only placements on the right side of the Facebook interface. While smaller in size than other formats, these ads are highly visible and can reinforce messages in larger campaigns.
Specifications
Image resolution: At least 1080 x 1080 pixels is recommended for clarity.
Aspect ratio: 1:1 (square format).
File size: Maximum of 30 MB.
File type: JPG or PNG.
Placement-Specific Considerations:
Smaller Visuals: Since right column ads appear smaller than Feed or Stories ads, use minimal text and bold visuals to ensure the message is clear and impactful.
No Videos: This placement only supports static images, making it best suited for straightforward promotions or product highlights.
Next, we’ll discuss Facebook In-Stream Video Ads and explore how to optimize them for viewer retention.
In-Stream Video Ads
Facebook In-Stream Video ads are designed to play during longer video content, allowing advertisers to capture the audience’s attention when engaged. Depending on the campaign objective, these ads can be skippable or non-skippable, making them ideal for boosting brand awareness or driving conversions.
Specifications
Resolution: At least 1080 x 1080 pixels for square videos or 1920 x 1080 pixels for full-screen videos.
Aspect ratio: 16:9 or 1:1.
File size: Maximum of 4 GB.
File type: MP4, MOV, or GIF.
Duration:
Skippable ads: Minimum of 5 seconds, up to 15 seconds.
Non-skippable ads: 5 to 15 seconds.
Next, we’ll look at Facebook Marketplace Ads and how to optimize them for local and purchase-intent audiences.
Facebook Marketplace Ads
Facebook Marketplace ads allow you to showcase your products in a shopping-focused environment. They reach users who are already browsing with purchase intent, and they are particularly effective for targeting local buyers and driving conversions directly.
Specifications
Resolution: At least 1080 x 1080 pixels is recommended for clear and attractive visuals.
Aspect ratio: 1:1 for square images or videos. Ratios between 16:9 and 9:16 are also supported.
File size:
Images: Maximum of 30 MB.
Videos: Maximum of 4 GB.
File type: JPG or PNG for images; MP4, MOV, or GIF for videos.
How to Target Local Buyers Effectively
Geographic Targeting: Use Facebook’s location-based targeting tools to narrow your audience to specific regions, cities, or neighborhoods.
Localized Content: Include references to local events, seasons, or cultural elements to make your ad more relevant.
Highlight Convenience: Emphasize benefits like “local pickup” or “quick delivery” to appeal to nearby shoppers.
Next, we’ll explore Instant Experience Ads and their specifications for creating fast-loading, immersive mobile experiences.
Instant Experience Ads
Instant Experience ads (formerly Canvas ads) are immersive, full-screen ad formats optimized for mobile users. These ads load quickly and offer a visually engaging way to showcase products, services, or brand stories without requiring users to leave Facebook.
Specifications
Cover Image Dimensions: Use images with a minimum width of 1080 pixels for clarity and sharpness.
Cover Video Dimensions: MP4 or MOV files with resolutions of at least 1080 x 1080 pixels are recommended.
Aspect Ratio: 1:1 for square images/videos or 16:9 for horizontal videos.
File Size:
Images: Maximum of 30 MB.
Videos: Maximum of 4 GB.
Customization Options
Instant Experience ads allow you to tailor templates to your campaign goals. Popular templates include:
Storefront: Showcase multiple products in an easy-to-navigate layout.
Lookbook: Highlight lifestyle imagery paired with product details for an aspirational approach.
Customer Acquisition: Focus on lead generation by incorporating forms or surveys.
Custom Templates: Design unique experiences by combining text, images, and video elements.
Next, we’ll explore Facebook Audience Network Ads and how they can extend your reach beyond Facebook’s platform.
Facebook Audience Network Ads
Facebook Audience Network ads allow you to extend your reach beyond Facebook by placing ads on partner websites and apps. This format supports a range of ad types, including native, banner, interstitial, and rewarded video ads, helping advertisers connect with audiences in various environments.
Native, Banner, and Interstitial Ads
These ad formats are designed to blend seamlessly into their hosting environments, ensuring a non-disruptive user experience.
Specifications
Resolution: For smaller placements, the resolution should be at least 398 x 208 pixels; 1080 x 1080 pixels or higher is recommended for clarity.
Aspect Ratio: 9:16 is preferred, though ratios from 16:9 to 9:16 are supported.
File Size:
Images: Maximum of 30 MB.
Videos: Maximum of 4 GB.
File Types: JPG or PNG for images; MP4, MOV, or GIF for videos.
Rewarded Video Ads
Rewarded video ads offer value to users in exchange for watching your ads, such as in-app items, currency, or exclusive content. These ads are especially effective for app marketers targeting high-intent users.
Specifications
Resolution: At least 1080 x 1080 pixels for optimal quality.
Aspect Ratio: 9:16 is ideal for full-screen vertical ads, but other ratios like 16:9 are also supported.
Duration: Videos must be between 3 and 61 seconds to meet the placement’s requirements.
File Types: MP4, MOV, or GIF.
File Size: Maximum of 4 GB.
Next, we’ll dive into Playable Ads and explore their interactive format and specifications.
Playable Ads
Playable ads are interactive ad formats designed to give users a preview of an app or game before downloading. These ads offer an engaging and immersive experience, making them highly effective for driving app installs and connecting with high-intent users.
HTML5 and ZIP File Requirements:
File Format: The playable demo must be in HTML5 and include all compressed assets (JavaScript, CSS, images, and sounds).
File Size:
HTML index file: Maximum of 2 MB.
ZIP bundle: Maximum of 5 MB.
Bundle file limit: Up to 100 files allowed.
Structure: The ZIP file must contain an index.html file at its root, with all other resources (e.g., images, audio) correctly referenced.
Specs for Lead-In Videos and Playable Demos:
Playable ads consist of three main parts:
Lead-In Video:
Aspect Ratios: All standard ratios are supported (16:9, 1:1, 9:16).
File Type: MP4 or MOV.
Resolution: At least 1080 x 1080 pixels for clear visuals.
Duration: Typically 5–15 seconds to capture attention.
Playable Demo:
Must include a responsive design to display seamlessly across all devices and screen resolutions.
Include a call-to-action function (e.g., FbPlayableAd.onCTAClick()) to guide users to the app store for downloads.
CTA Button:
Essential for encouraging users to install the app after interacting with the playable demo.
Playable Ads offer interactive experiences and dynamic engagement, making them an exciting way to connect with high-intent users. Let’s summarize the key takeaways and explore how optimized Facebook ad specs can maximize your campaign’s impact.
Conclusion
Facebook’s wide range of ad formats and placements, from Feed to Stories and Reels, requires careful attention to specifications to achieve the best results. Optimizing ads ensures they display correctly and perform effectively, but keeping up with these ever-changing specs can be challenging.
Instead of managing the complexities alone, consider partnering with GoMarble. Our AI-assisted, human-led approach simplifies Facebook advertising by creating data-driven, high-performing campaigns that maximize ROAS and scale your growth. Let us handle the details while you focus on your business.
Ready to unlock your next growth lever? Book a Call with GoMarble today.